Revolutionizing Classified Ads: The Guardian’s AI-Driven Digital Transformation Powered by Dolocal.io
Historically, classified ads have served as a critical revenue source for newspaper publishers like The Guardian. However, the last decade has witnessed a significant migration of readers and ad budgets from print to digital, each moving at different rates. The job market—one of the largest segments of classified advertising—has seen particular disruption due to this digital transformation, challenging publishers to innovate and develop new revenue streams.
Jess Brooker
Senior Product Manager at Guardian News and MediaAt DENSOU, we are at the forefront of facilitating digital transformations for companies grappling with these industry shifts. For The Guardian, one of the UK’s premier job portals, we have led the development of a bespoke, automated job search classified platform. Powered by Dolocal.io and IBM Watson’s artificial intelligence, this platform not only scrapes job listings to create new advertising products but also boosts standard job listing ads with our “target j-Pack,” which outperforms traditional formats by fourfold.
Innovative Advertising Solutions
Our implementation of Dolocal.io at The Guardian has ushered in an innovative advertising product that enhances traditional job ads. This fully automated solution transforms job listings into dynamic display ads featuring key details such as the employer’s logo, job title, salary, and location. These ads are then strategically deployed across TheGuardian.com and amplified on social media platforms like Facebook, LinkedIn, and Twitter using advanced targeting techniques.
Creating New Revenue Streams
This strategic innovation has opened up a novel revenue avenue for The Guardian, positioning it uniquely in a market dominated by media agencies and tech giants like Facebook and Google. By leveraging The Guardian’s extensive content network and audience reach, this initiative not only meets current market demands but also sets new standards in digital advertising, turning digital challenges into substantial opportunities.
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For inquiries concerning our platform solutions please contact us at platform@densou.dk